If you’re a small business owner, you understand that customer experience is the most critical aspect of any business. Businesses are utilizing technology and the digital world to create a more customized and convenient experience for online shoppers and customers. While there are many ways to increase your brand’s relevance online, one approach that can be particularly impactful is incorporating data into your marketing strategy. Here are a few tips for working with data and approaching a data-driven marketing campaign.
Marketing and Data
Data is a powerful tool for marketers. Data can help you understand your customers and make better business decisions. As a marketer, you need to understand data and how to collect it as an asset in your marketing strategy.
The best way to collect data is by asking your customers questions through surveys or other forms of communication like email or chatbots. Suppose someone doesn’t respond the first time around. In that case, it’s always good practice to follow up with them via email or phone call at another time after having provided some incentive, such as a discount code/coupon code, along with each communication. In addition to running surveys, you can gather data using analytical tools that will offer insight into the patterns of your site visitors, information on who is using your products, and much more. The more you understand your customers, the more engaging a marketing campaign you can design.
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Define Your Goals
Before you begin any marketing campaign, you must lay out your goals and determine how you’ll measure success.
For example: “I want to get the word out about my product and increase sales.”
You should be able to define that goal in three or four sentences. A good way of measuring whether you’ve achieved that goal is by establishing metrics such as “X% increase in organic traffic on my website” or “Y% decrease in bounce rate for visitors who come from search engines.”
You’ll also want to ensure that your goals are ambitious but attainable within a reasonable time. Start with small, achievable goals and work your way up to the broader goals you’ve set. You can set smaller milestones along the way: “In two months, I will be able to triple my daily average number of blog posts; this will lead me closer to achieving my end goal: increasing revenue by 50%.
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Understanding Your Target Audience
Whom are you trying to reach?
Your audience is critical when developing any marketing strategy—it doesn’t matter how great your strategy is if no one sees it! Determining who exactly makes up this audience will help inform how to create an effective marketing campaign that will appeal to that demographic. Answering these questions will help make sure that whatever efforts go into creating content or ads meet their needs perfectly: Are they parents with young children? College students? Adults over 50 who live alone? All of these questions will help inform the design of your marketing campaign so it can reach the right people and bring in relevant customers more likely to convert on your site.
Test, Refine, and Retest
Once you’ve built your initial hypothesis, it’s time to test it. To do this, you need to try out different versions of the same ad or post on Facebook or whatever platform you’re using and see which one performs best. For example, suppose our hypothetical company wants to increase signups on its website. In that case, it could create two identical ads except for their images: one showing a happy customer with the text “Awesome!” and another showing an angry customer with the text “Better luck next time.”
This will give them two different versions for comparison—one positive and one negative—and let them know what kind of response each received when shown on Facebook. If the positive version wins out over its counterpart by a significant margin (say 30% more clicks), they’ll know which version got better results and should use that ad.
You can also use marketing tools from a company like Adroll to understand how your campaigns perform and learn new ways to improve your messaging. With Adroll’s UTM link builder, you can quickly get data about how your campaign performs and how customers interact with your messaging across various platforms. These insights will inform your future campaigns and teach you more about your clients and which platforms you should utilize more often. As you continue developing new campaigns, refining your strategies and testing new ideas to see what works for your business is essential.
Your marketing campaigns are often the first impression new customers get of your brand. Successful companies today recognize the importance of solid messaging and targeted campaigning for success within their industries. Remember to stay consistent with your message across all channels, and use data to keep track of what works best for your audience to continue providing value for your customers.
